1. What initially drew you to fashion design, and how did your journey lead you to
haute couture in Italy?
My passion for fashion began when I was just a child in my hometown of Nablus. I used to accompany my
mother to a local atelier, and I was fascinated by how simple fabrics could be transformed into
beautiful dresses. That experience stayed with me and sparked a deep love for design. At the age of 19,
I moved to Italy to pursue my studies in Florence, because I believed—and still believe—that Italy is
the heart of haute couture.
After years of learning and refining my craft, I opened my own atelier in Rome in 1999. Since then, I’ve
dreamed of seeing the Eternal City recognized as the capital of timeless design, complementing Milan and
together inspiring people’s lifestyles all over the world.
2. How do you approach the creative process when designing a new collection? Do you
follow a specific source of inspiration?
When I begin a new collection, I always start by imagining the soul of the woman who will wear the
dress. For me, it’s essential to dress her spirit before her body. I draw inspiration from many sources,
but I’m especially moved by the beauty of Mediterranean Culture—its light, landscapes, rich traditions,
and vibrant palette—the richness of Palestinian embroidery, recognized by UNESCO as an intangible
cultural heritage of humanity, and the prestige of Italian design, admired all over the world. I try to
translate that atmosphere into creations that are both elegant and timeless, defined by clean lines and
refined tailoring.
3. In what ways has Italian craftsmanship influenced your design philosophy and
techniques?
Italian craftsmanship has deeply shaped my approach to fashion. Studying and working in Florence and
Rome exposed me to the art and architecture of the Renaissance and Baroque periods, which I still draw
inspiration from today. While in Florence, I had the chance to discover and learn about the history of
the villa where the myth of “Made in Italy” was born. That experience was a turning point for me—it’s
when I realized I could give life to a truly cosmopolitan style by blending the magic of the Middle
East, the depth of Mediterranean history, and the refinement of Italian craftsmanship.
The Italian attention to detail, the quality of materials, and the pride in handmade artistry resonate
deeply with my values. This ongoing exchange between traditions and visions has helped shape the
foundation of my fashion identity.
4. What message or emotion do you hope people feel when they wear your creations?
I want every woman who wears one of my creations to feel unique, elegant, and empowered. My goal is to
enhance her beauty, not only through the fabric and form, but by reflecting her inner strength and
grace. I believe fashion should express the soul of the person wearing it. That’s why I strive to create
timeless pieces that go beyond trends—creations that accompany a woman in meaningful moments of her life
and make her feel truly herself.
Recently, through a merge with the Milan-based WorldcApp—recognized in the Italian Parliament as one of
the most innovative tech companies of the “Bel Paese”—we’ve conceived a revolution in men’s fashion as
well. A men’s suit of exceptional quality is designated by the adjective BESPOKE. This is the definition
recognized internationally. We have invented the BeYondSpoke.Ai approach to go beyond the bespoke suit
with artisanal and artificial intelligence at the same time.
5. How do you hope your designs contribute to global awareness of Palestinian culture
and identity?
Through my work, I aim to be an ambassador for Palestinian culture on the international stage. I often
integrate traditional Palestinian embroidery and symbolic elements into my creations—details that tell
stories of my heritage. This embroidery carries generations of identity, resistance, and beauty.
By presenting these elements within the context of high fashion, I seek to reframe and elevate the image
of Palestine in the global imagination—not as a place only defined by conflict, but as a land of deep
artistic legacy and cultural richness. I believe that fashion can be a powerful language of peace, and I
use it to build bridges between cultures, to share who we are, and to inspire respect and dialogue
through beauty.
6. Can you share a specific clothing piece that embodies the fusion of both
Palestinian and Italian culture and the story behind its creation?
One of the most meaningful creations I’ve ever designed is a bridal gown I presented at the United
Nations headquarters in New York in 2014. The event was organized by the Committee on the Exercise of
the Inalienable Rights of the Palestinian People in collaboration with the Permanent Observer Mission of
the State of Palestine.
The gown was entirely hand-embroidered and incorporated deeply symbolic materials: pearls carved from
olive wood, silk threads, golden stones, and mother-of-pearl. Each detail was chosen to represent both
my Palestinian heritage and the refined techniques of Italian haute couture. This piece is a true
reflection of my artistic mission—to build bridges between cultures, using fashion as a universal
language of beauty and identity.
Since that day, I’ve been proud and humbled to be seen—by both the public and the press—as a figure of
connection between East and West. It’s an honor that inspires me to continue creating with purpose and
passion.